ConAgra CEO Gary Rodkin talks with WSJ's Dana Mattioli about the impact of rising commodity costs and educating consumers about the realities of pricing at the retail level.

This transcript has been automatically generated and may not be 100% accurate.

I ... in the deal ... was to turn ... heads ... Gary Rodkin CEO can refer to me ... I refuse to call it that this is Karen's Islands ... if it can be so commodity prices are on the rise ... and also the added pressure that the consumer ... is looking for deals Harry navigating mattress if a company ... that caters to most of ... America ... it's a tough environment ... because as you say the bitter is the ... divergence between costs commodity costs going up ... in deflationary pricing at the at the retail level ... so its income upon us to try and drive the inherent value of our products ... sometimes it can be you know that every day of the regular merchandise and price points in like a banquet dinner at Chef wordy ... sometime it can be making certain that ... the consumer really understands the bungalow say nutritional benefits that a ... product like a healthy choice or an egg beaters could deliver ... or maybe it's making certain that the consumer understands this pure quality of a product ... like Hans Smail or ... the Hebrew National hot dog ... and ... finally it's it's about the frame of reference and making certain that people are really thinking more holistic Lee ... about the price value what they're buying not just the product next to it ... but also thinking about making it themselves and final those ingredients in spending the time ... or maybe picking up take out on the way home ... so it's it's all the above and we have to work harder than ever before ... and stressing the inherent value ... and you think the food industry is an increase in the new law to raise prices again ... well I can tell you that the pressures are building ... and ... we ... we can do as an industry both the food manufacturers as well as the retailer's can continue to see ... prices drop well everybody is experiencing cost pressures ... so I do think ... there is a point coming soon Worry will start to see that ... deflation start to flatten out and eventually you'll probably will start to CMOs somewhat Surgical bases ... prices start to rise it ... and there's a lot of talk about this administration can cram into corporate ... America Whittier views on that ... it is a tough regulatory environment can I can tell you that I know there's a lot of pressure and it ... is very difficult to be in government today but the regulatory environment not just in the food industry but across ... all businesses is quite heavy ... oh we're all spending more time in Washington now ... and I'd ... like to see you will but more rational in their ... can carry